In-Depth Customer Interviews | Competitor Research | Customer Persona Development

PXiSE, a cleantech company, was revamping their marketing and sales efforts and needed to better understand:

• How their brand and products were perceived in the industry

• The wants and needs of their ideal customers

Brilliant was hired to perform in-depth customer and competitor research to inform the company's new branding, marketing strategy and sales funnel.

Brilliant first developed a set of interview questions to meet the goals of the research study. Then performed multiple in-depth interviews with current and potential customers. Using this information, as well as competitor research, Brilliant developed three customer personas outlining the customer’s preferences, needs, challenges and how they consumed information. This research was then used by PXiSE to create a new website, updated sales pitches, and marketing strategies.

Customer-Centric Research Helps Increase Cleantech Startup’s Growth

Customer-Centric Research | Customer Personas

The Challenge

PXiSE, a well-funded cleantech startup revolutionizing grid management, is committed to building a customer-centric culture. They wanted to truly understand their customers and get insight into each of their various target customers’ pain points. This would allow them to create more effective products and sales materials. They also needed to understand how their brand was currently perceived in the industry compared to their competitors.

Talking With Customers

Brilliant Marketing was hired as a strategic partner to collect and analyze valuable customer insights. We created a research plan and process which included conducting in-depth customer and competitor research.

A comprehensive set of interview questions were developed and multiple in-depth interviews were conducted with current and potential customers throughout the world. This qualitative data was analyzed and used to create customer personas and a research report which presented valuable, untapped product and marketing opportunities.

A Successful Customer-Centric Approach

This research was used by PXiSE to develop a more customer-centric approach to their product, promotion and sales. The customer personas and research insights assisted in the development of a more efficient website, sales messaging, and marketing strategy that helped scale their business faster.